The transformation of traditional electric power trader is the general trend, the O2O mode understands different

And in 2012, a lot of big electric business giants in the PC side of the difference is that some of them in the two-11 period this year, the choice of micro-letter platform in depth to move the end. The trend stems from the launch of the micro-letter 5.0, in which the micro-letter introduced the payment function, making it possible to build a business model around the micro-credit platform. At present, a total of three electrical dealers access the platform, including shop 1th, Xun Network and Dangdang.

Among them, Dangdang is in the double 11 a few days ago announced this news. Dangdang reply Tencent Technology said that the opening of micro-credit payment is a mobile internet exploration, the future mobile traffic will be the focus of the electricity business. In addition, when it has been said, its fancy is a micro-letter more than 600 million of the installed capacity, the latter has a significant advantage on the mobile end.

From the results of the current operation, No. 1th Store Department vice president Huangxiaoqiang told Tencent Science and Technology, "mobile end has become the fastest growing channel of shop 1th, more than the overall 10%." "1th stores in the micro-trust platform, through the" sweep "into shop 1th users daily average of more than 20,000.

As for the original Tencent Xun network, as of the end of October, its consumers to choose micro-letter payment orders accumulated up to 350,000 orders, the amount of the order to break through billion. In less than three months, the amount of micro-letter payment order has accounted for more than 5% of the total Xun order, the growth rate is very obvious.

Faced with a double 11, the Xun network obviously does not want to miss this opportunity to bring traffic. Relevant responsible person said, Xun for this double 11 micro-letter stores specifically to create a mobile phone for the shopping process, and in the source selection, price concessions, service response and so on to give this event a strong tilt. From the publicity of its activities, its use is not only micro-credit payment, but also including micro-credit sweep and other models.

In fact, Huang Jo, a capital consultant at Warburg Pincus, said in his book, "I see the electricity quotient", "now on the market to see the various mobile operator app is only the computer side of the reform version, and there is no real station to analyze the mobile terminal mode, grasp the user in the mobile use of psychology to develop and computer-side operating mode of different new products. ”

Although the book does not give an exact model of the mobile-electric quotient, Huang Jo once told Tencent Technology, "micro-letter is a mobile side has got tickets to the app, with 400 million of the download users, is the most qualified to solve the problem of mobile end payment."

Why is it so important to solve payment problems? Because it is the solution of the PC-side e-commerce payment problem, Alipay makes Alibaba's two platforms can be developed on the PC side so quickly. Mobile power companies or the existing power of the electricity business reshuffle, also because of this, Xun network in this double 11 stressed to "play the industry's most influential mobile shopping benchmark" appears quite a bit.

sent on behalf of the network CEO Kongkong (Weibo) told Tencent Technology, "the impact will certainly have, Alibaba, Jingdong in the PC-side of the rules of the game in the mobile end will instantly disappear, but now can not see who is the future of the Overlord." "In his view, because of the characteristics of mobile hardware and user habits, the new business model will be generated."

However, for the existing mobile operators, Kongkong stressed that it is important to enter the mobile business, service the core users of the mobile, is a very pragmatic choice, and should distinguish between the category of products, adopt different ways of moving. The use of micro-letters such as a certain user-scale platform for mobile attempts to reduce risk, and progress relatively fast.

In fact, in overseas markets, the role of mobile operators is also increasingly important.

From EBay's third-quarter earnings, its mobile-power business has been strong, driving overall revenue levels, and its mobile commerce volume has risen 75%,ebay mobile apps have downloaded more than 200 million downloads since it was released. Thanks to ebay's October 2012 overhaul, ebay has since launched a mobile-end app like my Gadgets, retail assistant.

Even line also aimed at the mobile electricity quotient, this is more attractive than the game market. In November, there was news that line was about to launch a line Mall for the Japanese market. Line executive Director Tian Chun in the company's annual meeting explained that line is a user communication platform, and E-commerce business itself is a communication.

The transition of traditional electric power trader is the general trend

From this, the mobile electric business has a subversion of the traditional pattern of the possible, this to occupy the PC side of the two platforms of Alibaba, also have to change the response.

Alibaba senior Vice President Wu Yuming is responsible for the company's wireless division. After the organizational structure adjustment, the Wireless division is mainly responsible for the mobile phone Taobao client, in the next this will become Alibaba wireless business expansion of one of the key, Ali chief strategy officer Zeng told Tencent Technology.

Wu Yuming said that up to now, the mobile Taobao has accumulated 320 million users, the average user to use the mobile phone Taobao more than 30 minutes a day, and Taobao most of the business from the phone on the order has been more than 20%.

However, Alibaba's adjustment will continue. Alibaba's other platform on the cat's users are also mostly through Taobao client transactions, the future of Alibaba will be on the mobile side will be biased consumer services integration, some of the contents of the cat will be integrated into the mobile phone Taobao. In recent days, Ali wireless business opened the "Wireless Talent Story" program, which will recruit thousands of wireless services products, technology, design and operation positions. It will also be the first large-scale external recruitment since Alibaba stopped recruiting last February.

The trend of movement for the entire e-commerce industry, is already a well-known fact. "Mobile commerce is a revolution, not an evolution," said Gege, chairman of Store No. 1th, in a speech at the World Technology Business Leaders Summit of the IT manager. This is the second time in the month that he has made the same point in public.

Jing Dong Group vice president, wireless business director Xiang Yuhong in the media interview revealed that the current BoE monthly mobile end growth rate will be maintained at around 10%, the Beijing-east this year will increase the mobile end of the force. It is reported that Jingdong's goal is that in 2013 the mobile end of the order accounted for will reach 20%~25%.

According to the industry data provided by Analysys International, China's mobile phone shopping market reached 34.12 billion yuan in the 3rd quarter of 2013, with a growth of 17.7% on the chain and an increase of 104% year-on-year, which maintained a strong growth momentum. However, the mobile end will have a new mode of development, but is left to the biggest problem of the electric business enterprises. Although in 2012 years, mobile end of the dealer sales have been close to the network retail 10%, but many businesses still in the Giants driven by the exploration stage.

Get through the line, the O2O mode of understanding different parties

September 24, Tencent officially released a micro-life card X1 version, for businesses to provide a closed-loop user information management system. In other words, this means that Tencent is beginning to use the micro-letter at the mobile end of the leading edge, began to exert O2O field.

Home Textiles Online Mall Elegant 100 founder Chen Tenghua (micro-BO) said that although the concept of mobile power has not been clear, but if the line to be combined with the line, and mobile integration is certainly an important factor.

O2O as a traditional electric power provider can reach the mobile segment of a way, but by the traditional electrical business attention. Therefore, in Tencent as the representative of the traditional electric power O2O, it seems that some hurt the nerves of Alibaba. During this year's double 11, Alibaba's push for a range of mobile-side attempts was o2o as an emphasis.

Alibaba Group senior vice president Wang Yulei told Tencent Technology, "this year we took the lead and offline retail stores formed an interactive." The purpose of introducing this product is to show you that the future line is not a competitive relationship, it's a cooperative relationship, and future consumers can learn more by offline means, and when we get that data, we can help the offline retail stores expand their market share.

The power to compete in this new field can be broadly grouped into two camps. One side is Alibaba, Tencent as the representative, the other side is rich in the line of Gome (micro-bo) and Suning. Among them, Suning is the mobile internet has a corresponding plan, more than two years of professional talent accumulation, so that its final decision to complete transformation. February 20, renamed as "Suningyun Business", but also accelerated the change. During the Internet Conference this year, Weimin, vice chairman of Suningyun, showed a keen interest in everything that could become a "gateway" to mobile internet.

Therefore, in the United States is still propaganda online advantage, Suning is compliant with the overall trend of double 11, launched the "O2O Net shopping festival." Suningyun, the president of the company, said this is the transformation of the Suningyun business, and is "internet retail enterprises" embodiment. In the subsequent reading, Kim has repeatedly stressed that to achieve O2O must be "both online and offline have their own control channels."

In Su Ning's view, its competitor in the O2O is only "one kind of propaganda and the promotion drainage problem in the market". However, Suning itself was dragged down by earnings performance, making the industry worried about its O2O viability.

Mobility is not just a PC makeover

Gege, a vice president of the Amazon global supply chain and a tenured professor of American universities, said in a recent two speeches that "the real wolf is coming" and that the wolf is "mobile". He said that a few years ago in an E-commerce conference, E-commerce is a revolution, in the future without electricity business, and now, he again predicted that the future is no business without mobile electricity business, if not keep up, will be "revolution." Once in the Kodak company internship Gege, profoundly understand what is called not adapt to the trend will be eliminated.

"The domestic mobile electricity quotient is about 9.2% this year, by 2016, the ratio will double, this speed is far beyond the European and American speed." The United States probably accounted for 3% per cent last year and doubled in 2016, about 7%. "This set of figures, Gege, is a point of view that China's mobile operators are growing much faster than the US, and that explains why the mobile-commerce chamber is valued by the country's leading power companies."

With the rapid popularization of mobile intelligent terminals, the increasing security of mobile payment, and the gradual improvement of network environment, it will provide a good foundation for the development of mobile power providers. Due to the characteristics of these foundations, mobile electric operators can combine with lbs, scanning shooting, communication and sensing applications to bring out a new business model different from the PC side. This is particularly true of this year's double 11 activity. In Hangzhou's Yintai department store, Beijing's big Yue City, consumers can see some printed with two-dimensional code of the display card.

However, this is not to say that the mobile electric business has developed very mature. In fact, on the contrary, many of the designs are just PC-side translations. For example, the display of goods to users, this is not so perfect, because the screen of the phone is no more than 7 inches, so the amount of information can be presented is not too much, the sharpness of the image is also very low, users in the use of "click" Frequency is higher than the search.

These characteristics make the operator of the electric business differentiated different ideas, so you can see that the domestic internet giants are seeking to change. Because of the integration of data and the analysis of changes in the logic of consumer decision making, such work is better suited to online rather than offline.

In this respect, Kongkong told Tencent Technology, at present, mobile electric business is still in the early days, most practitioners still only use PC-side thinking in doing mobile end, but can see, the United States Group Group purchase site of the mobile end of the order accounted for more than 50%, so the mobile end will produce greater value.

In Kongkong's view, the mobile end will produce new industry giants, and may even be born from the service industry, in addition, mobile electricity business to start China's 800 million rural markets have an important role.